Catalog Doctor: A Pep Up Prescription

For example, say a product’s body copy starts out, “This gift is filled with a fine selection of the most delicious chocolate chip cookies imaginable.” Sounds OK when read as a sentence, but a quick-scanning reader sees only the first line: “This gift is filled with a fine selection of …”

Mighty boring! After it’s webized, however, that sentence could be edited to start something like this: “The most delicious chocolate chip cookies imaginable …”